Using advertising campaign allocation optimization results to calculate bids

Abstract

A method, system, and computer program product for using advertising campaign allocation optimization results to calculate bids. The method commences by receiving a candidate impression opportunity corresponding to an advertising campaign that has both branding objectives and performance-based objectives. Contracts that can be satisfied by serving the candidate impression opportunity use advertising campaign allocation optimization results to determine a set of matching contracts. Given the matching contracts, the method continues to calculate bids for those matching contracts, then selects a target contract from among the matching contracts. The method then bids on the candidate impression opportunity using the calculated bid of the selected target contract. The method optimizes for overall campaign performance even when the campaign includes both branding campaign objectives and performance-based campaign objectives. The method tallies fulfillment when the calculated bid is the winning bid, and the campaign allocation optimization results are re-calculated in readiness for another placement.

We claim: 
     
         1 . A computer implemented method for using advertising campaign allocation optimization results to calculate bids, the method comprising:
 receiving, by a computer, a candidate impression opportunity corresponding to an advertising campaign having at least one branding objective, and at least one performance-based objective;   using advertising campaign allocation optimization results to determine a set of matching contracts that satisfy the candidate impression;   calculating a bid for the set of the matching contracts, wherein the calculating comprises a forecast of a future occurrence of the candidate impression opportunity;   selecting a target contract from among the set of matching contracts wherein the target contract has a lowest likelihood of being satisfied by the future occurrence of the candidate impression opportunity; and   bidding, using a server, on the candidate impression opportunity using the calculated bid of the selected target contract.   
     
     
         2 . The method of  claim 1 , wherein the branding objective comprises serving a minimum number of advertisements within a time duration of the advertising campaign. 
     
     
         3 . The method of  claim 1 , wherein the performance-based objective comprises maximizing a return on advertising spend within a time duration of the advertising campaign. 
     
     
         4 . The method of  claim 1 , further comprising tallying fulfillment of the candidate impression opportunity when the calculated bid is the winning bid. 
     
     
         5 . The method of  claim 1 , wherein the advertising campaign allocation optimization results comprises optimization of advertiser ROI. 
     
     
         6 . The method of  claim 1 , wherein the advertising campaign allocation optimization results comprises optimization of the ad network operator ROI. 
     
     
         7 . The method of  claim 1 , wherein bidding on the candidate impression opportunity comprises a bid that is greater than a campaign-assigned value. 
     
     
         8 . A computer system for using advertising campaign allocation optimization results to calculate bids, comprising:
 a computer processor to execute a set of program code instructions; and   a memory to hold the program code instructions, in which the program code instructions comprises program code to perform,   receiving a candidate impression opportunity corresponding to an advertising campaign having at least one branding objective, and at least one performance-based objective;   using advertising campaign allocation optimization results to determine a set of matching contracts that satisfy the candidate impression;   calculating a bid for the set of the matching contracts, wherein the calculating comprises a forecast of a future occurrence of the candidate impression opportunity;   selecting a target contract from among the set of matching contracts wherein the target contract has a lowest likelihood of being satisfied by the future occurrence of the candidate impression opportunity; and   bidding on the candidate impression opportunity using the calculated bid of the selected target contract.   
     
     
         9 . The computer system of  claim 8 , wherein the branding objective comprises serving a minimum number of advertisements within a time duration of the advertising campaign. 
     
     
         10 . The computer system of  claim 8 , wherein the performance-based objective comprises maximizing a return on advertising spend within a time duration of the advertising campaign. 
     
     
         11 . The computer system of  claim 8 , further comprising tallying fulfillment of the candidate impression opportunity when the calculated bid is the winning bid. 
     
     
         12 . The computer system of  claim 8 , wherein the advertising campaign allocation optimization results comprises optimization of advertiser ROI. 
     
     
         13 . The computer system of  claim 8 , wherein the advertising campaign allocation optimization results comprises optimization of the ad network operator ROI. 
     
     
         14 . The computer system of  claim 8 , wherein bidding on the candidate impression opportunity comprises a bid that is greater than a campaign-assigned value. 
     
     
         15 . A computer program product embodied in a non-transitory computer readable medium, the computer readable medium having stored thereon a sequence of instructions which, when executed by a processor causes the processor to execute a method to implement advertising campaign allocation optimization results to calculate bids, the method comprising:
 receiving a candidate impression opportunity corresponding to an advertising campaign having at least one branding objective, and at least one performance-based objective;   using advertising campaign allocation optimization results to determine a set of matching contracts that satisfy the candidate impression;   calculating a bid for the set of the matching contracts, wherein the calculating comprises a forecast of a future occurrence of the candidate impression opportunity;   selecting a target contract from among the set of matching contracts wherein the target contract has a lowest likelihood of being satisfied by the future occurrence of the candidate impression opportunity; and   bidding on the candidate impression opportunity using the calculated bid of the selected target contract.   
     
     
         16 . The computer program product of  claim 15 , wherein the branding objective comprises serving a minimum number of advertisements within a time duration of the advertising campaign. 
     
     
         17 . The computer program product of  claim 15 , wherein the performance-based objective comprises maximizing a return on advertising spend within a time duration of the advertising campaign. 
     
     
         18 . The computer program product of  claim 15 , further comprising tallying fulfillment of the candidate impression opportunity when the calculated bid is the winning bid. 
     
     
         19 . The computer program product of  claim 15 , wherein the advertising campaign allocation optimization results comprises optimization of advertiser ROI. 
     
     
         20 . The computer program product of  claim 15 , wherein the advertising campaign allocation optimization results comprises optimization of the ad network operator ROI.